Who started this myth that digital photography is free or cheap?
Last week, two similar sounds passed by my ears:
(i) While chatting with a writer whom I haven’t seen in many years, he remarked that I must be happy with digital photography because it’s free.
(ii) After giving a quote to a potential client, he replied, “Why is it so expensive? You use a digital camera, right? It shouldn’t really cost anything.”
Photographers, feel free to make a loud and heavy moaning sound.
For those who plan to hire a photographer, here’s the deal:
• Film cameras were cheaper, lasted longer and had a much higher resale value.
My film Nikon F3P’s were $1600 each, F4E’s were $2300 each and F5’s were $3000 each. All of these film cameras were used for up to eight years and then sold for 40% to 57% of their original cost.
My digital Nikon D1X’s were $7100 each, D2X’s were $5600 each and D3’s were $5400 apiece. The D1X’s were used for three years then sold for 20% of the original cost; the D2X’s were used for three years and sold for 15% of the cost. The D3’s are still in use but will be replaced in 2011, after three years of use.
Higher photography equipment expenses = higher cost.
• Film photography did not require computers or software.
Unlike many home users and some businesses, photographers must keep up with technology. Editing photos, and even video, requires current, top-of-the line, powerful computers.
Paying $5000 for a computer, $1750 for a monitor and $2400 for a laptop might not be so bad if they were a one-time purchase. But when they are replaced every three or four years, then it adds up. Plus, the cost of continually upgrading software adds a couple thousand dollars per two-year cycle.
Higher production expenses = higher cost.
• Film photography did not require hours of computer time.
Film was dropped at a lab, picked up the next day, and then selected film images were sent to the client.
After a digital photo shoot, the photographer is expected to: edit/sort, rename, caption, catalogue/archive, backup files, tone, colour balance, apply other adjustments, and make a web gallery. This doesn’t include any retouching that might be needed.
Certainly, none of this is difficult but it is very time consuming. It’s not unusual for the computer time to be double or triple the time for the actual photo shoot.
More labour time = higher cost.
• Film assignments often had deadlines a week or more after the job (except for daily newspapers).
Many businesses expect digital delivery the same day or within a day or two. Businesses know digital can be quick so they demand a fast delivery, often just because. Sometimes a business knows it can delay a project until the last minute and then push the photographer to “catch-up”.
More pressure on the photographer for rush service = higher cost.
• Of course, over the past several years, all the other costs of running a photography business are also up.
Higher overhead = higher cost.
Digital photography has always cost more money and required more time. The “free” myth applies only to the fact that there’s no film costs anymore. When (if?) cars become all-electric, will owning and driving a car be free?
However, digital photography has many bright silver linings:
- Digital photography means instant review of images. So unlike film, there’s less chance of mistakes. Much less risk = saves client time and money.
- Faster turnaround is possible with digital photography. Digital workflow = saves client time and money.
- Unlimited potential for retouching and other creative effects, and far more cheaper than retouching film. More versatile = saves client time and money.
- Much easier to catalogue and archive digital images. Easier to send digital images to other offices or to the printer. Easier to embed caption and other information which can prevent mistakes. All of these save the client time and money.
- Higher technical quality than film. Makes the client look good.
Producing digital images is, unfortunately, not cheap or free for anyone. But the benefits of digital photography far outweigh any increase in production costs.
If one looks at any project as a whole, the time and money savings, plus the value of higher quality, due to digital photography are huge. Who wouldn’t spend a little more to gain a lot more?
